Modern Marketing Theory and Practise (Analysis from a Nigerian View Point)

Abstract

In today’s marketing environment, firms no longer just produce whatever they like rather they at least produce goods and services that can command customers respect and patronage. This is in view of the fact that the cost of production of goods has gone up, the purchasing power of customers have seriously been battered by the bad economic situation the country presently finds itself. This the major reason inventory is piling up in warehouse unsold. The business environment in Nigeria today is becoming more sophisticated and challenging. Inflation has been on the increase, cost of borrowing capital is high, cost of business transaction is high, also locally produced goods are facing serious competition from foreign made goods. These challenges made this text very relevant. It addresses the challenges that are likely to be faced in the marketing environment by the marketers of today, and how he can deal with the challenges.